When companies start out, they figure out a better way to do something, and they're very relevant.

People really do want simpler, cleaner food, but this isn't about marketing, it's about delivering.

Behind discovery is delivery.

When companies start out, they figure out a better way to do something, and they're very relevant.

Food is not simply nutritional cocaine that I'm injecting in my body. It is about a relationship I have with myself, how I see myself, what I want from myself.

Delivery is about being more efficient, it's about numbers, and it's about extracting costs.

What is clear is that consumers know a calorie isn't a calorie. There are good fats and bad fats and good proteins and bad ones.